Why Marketers Should Consider Artificial Intelligence When Reaching Out To Consumers

Eden Ames
American Marketing Association
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Key Takeaways

What? Robots are often the first point of contact in the process of customer engagement.

So what? Targeting customers now also means targeting robots.

Now what? Marketers will want to take action by considering that messaging will go through a layer of artificial intelligence. It is therefore critical to reassess strategies when it comes to designing messages, conducting research and implement efforts in consumer-familiar ecosystems. Marketers should anticipate and embrace the shift. Doing so will allow them to capitalize on artificial intelligence and attract consumers with high-quality results. 

Apple’s Siri, Microsoft’s Cortana and all the search algorithms out there today show that robots are often the first point of contact for marketers trying to reach customers. For those concerned about a robot takeover, remember that artificial intelligence (AI) can be a marketer’s best friend. Robots, unlike people, are consistent. They are good at tracking and delivering high-quality results which save us time, money and effort. Robots ultimately answer to us, making them effective helpers upon which we can increasingly rely.

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Thus, marketing strategies designed to cater to people as the exclusive decision-makers may be making a big oversight. A recent article from Adweek shares four useful guidelines for marketers taking steps to include artificial intelligence in their targeting efforts.

Here are those four tips:

1. Create messaging that connects with what both machines and people want. 

Understanding the language and data that AI respond to is key to crafting an effective message that will compel robots to more likely convey the information to the user.

2. Increase brand sophistication in analyzing consumer information. 

Robots know about our moods, interests and needs and give us information accordingly. Improving research methods that extract consumer information like this is an important step in delivering products, services, and content to robots who will then pass it on to people.

3. Understand ecosystems familiar to consumers. 

Facebook, Amazon and Google are all examples of ecosystems wherein consumers are comfortable. Rather than creating a new ecosystem altogether, put your efforts out in the ecosystems that already exist. 

4. Remember that robots are here to help. 

Giving robots access to your brand means giving consumers that same access. Embracing the increase and development of AI is crucial to future marketing efforts, so make sure to keep in mind the beneficial purpose of robots to implement and cater to them effectively.

Read the original article on Adweek.

Author Bio:

Eden Ames
Eden Ames is a digital content producer for the American Marketing Association. She may be reached at eames@ama.org.
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